Pilot pay was but a small part of the message conveyed by this ad. The more powerful and prominent message was this:
"If you buy a ticket on Delta, you're running a higher than normal risk of flight cancellation due to lack of crewmembers."
Sure, ticket price is a large factor in a purchase for most people. I suggest that actually getting where you're buying the ticket to is probably a higher priority. This message plants the seed of an idea to sprout during the buying decision that Delta may not be the most reliable option for travel.
I also belive the ad does a great job shining a spotlight on the fact that despite all the years and effort Delta has made to create a seamless brand experience, the reality is not what the average customer perceives. Most passengers would likely be surprised to learn that they're not flying on a "Delta" aircraft, with "Delta" pilots, after all.
I submit that the next ad produced should show an Ipod-wearing, backpack toting, plywood "sleeping board" carrying, zit-faced, eighteen-year-old "pilot mill" graduate with 500 hours total time grinning from ear to ear.
The caption will read:
"Last week I was learning to fly this." (holding up picture of Cessna 172)
"Now I'm flying your family and friends around for Delta Airlines in that! It's so cool!" (points to CRJ in background).